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ECMOD 2005 AWARD WINNER - BEST B2B ECOMMERCE SITE
Introduction
Schottlander.com is a B2B site selling dental equipment to dental laboratories and surgeries in the UK, international orders are also accepted from international re-sellers and distributors. Schottlander have won several Queens Awards for Enterprise and their commitment to export and they are the leaders and innovators in the dental industry.
Schottlander already has a large market share in the UK so the main reason for launching the site was to reduce costs and provide better customer service.
The site was first launched in 2000 with a complete revamp launched in August 2005; online sales have grown 40% year on year.
The platform
Schottlander are hosted on a fully customised version of CommerceNow platform that has been fully integrated in to their back-end AS400 system. The system allows a number of unique offerings such as: customer specific prices and discounts, unique ordering tools for different product types, advanced quick order tool and an offers engine. The site is the single largest project hosted on the Imano commerce platform.
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Administration
All product information and content is delivered from the internal AS400 system, the only administration that was required is a tool to manage the static content and manage the products displayed in specific areas.
Customer Experience
With such a well defined target market Schottlander were able to create a site which is very specific and works to the requirements of the market only. Each of the unique tools created to help ordering improves the customer’s experience. The tools have been designed to replicate the order forms used to place offline orders.
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Result
Schottlander have the best ecommerce site in the dental industry, their commitment to offering the best service to their client base is evident in the awards they have won. The new site has helped to cut costs and push additional products to their client base. The site is customised for each customer; every customer can receive the same pre-negotiated price offline as they do online, with an additional 4% discount. The ecommerce site has been able to reproduce the same experience as having a sales representative come to your office and present special offers together with unique discounts exclusive to you.
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